WOW Design Captures 'More Than Immunity' in Sona Chandi Chyawanprash's New Design

Company Brief

Mumbai, February 10th, 2014

WOW Design, India’s leading strategic Brand design consultancy recently revamped Emami’s flagship Brand of Chyawanprash - ‘Himani Sona Chandi Chyawanprash’, promising more than immunity as the brand benefit for the 1st time in the category. With the changing times, the Brand has renovated its proposition with the launch of Zandu Sona Chandi Chyawanprah Plus. This not only promises immunity but also an additional offering of mind power. With the aim to help the Brand undergo a re-positioning exercise, WOW Design was chosen as the Brand partner to help the Brand communicate this reinvention in the most effective way with an underlying objective to consolidate the chyawanprash portfolio of Emami under the Brand Zandu.

This category has been prmiarily dominated by Dabur and Baidyanath Chywanprash. While Sona Chandi Chyawanprash has built a strong consumer loyalty over years, it has been facing stiff competition from the market leaders in this segment. Hence, the challenge while working on the re-positioning was to retain the heritage and yet define a new Brand personality for the product.

To manifest the right approach, a dipstick analysis was conducted to understand consumer insights and occupy the right space enabling the Brand to stand out amongst competition. The consumer insight analysis indicated that while chywanprash category offers immunity, it’s indirect competitors (Malt-based food drinks) are offering much more than just immunity. Hence, mothers being the primary buyers introduced MFDs to their families thereby replacing Chywanprash.

Keeping the Zandu heritage and insights analysis in mind, the look of the new pack was worked on. The visual equity like the gold, silver and red were retained while the new pack was conceptualized to bring out the new offering. The healthy-happy family on the centre of the pack communicates the new offering i.e. Immunity and Mind power. A stylised text unit, created for proposition and placed against the red band, to ensure its immediate noticeability. The revamp captures the brand promise with a strong shelf throw to grab the consumer's attention towards "2 in 1 benefit", which should result into increase in sales.

Talking about this revamp, Saswata Das, Managing Director & Head of Marketing & Strategy, WOW Design, said, “Consumer insight analysis indicated that while the chyawanprash category offers immunity, its indirect competitors-MFDs like Horlicks and Complan are offering much more. Hence the birth of "Chyawanprash Plus", promising much more than its competitors, for the mothers who are always concerned about their kid’s overall growth. Also now with it coming under the Zandu umbrella, the brand stands to gain from the age old trust on Zandu. We at WOW Design have crafted a perfect balance of the traditional ayurveda and modernized version of Chyawanprash for the new age, to help the brand gain back market share”

For further information, please contact:

Vibhuti Amarnath Agrawal

Mobile: +91 9820363389

Email: vibhuti.agrawal@mavcommunications.in